Aveda Lifestyle Salons combine a prestige Aveda retail store with an exclusive Aveda hair salon. Aveda Lifestyle
Salons are independently owned, Aveda-licensed businesses found only in select high-end locations and are
designed to attract and retain upscale consumers with product excitement, image crafting and spa retreat.
Features:
| Logo |
 The Aveda exterior logo is licensed only to approved Lifestyle Salons. |
| Locations |
High traffic, high visibility, upscale locations such as lifestyle centers, malls and premier street locations. |
| Space Requirements |
Average of 1,250-2,500 sq.ft. of which ± 600 sq.ft. is dedicated for retail. Retail is always positioned in the
front of the shop to support Aveda's exclusive retail merchandising model. |
| Investment |
Average capital investment: ± $350,000 (designed to cover build-out, professional fees, and opening
inventory). |
| Products |
Only Aveda products are offered exclusively at retail and for professional use within the salon. Aveda products
include hair care and styling, hair color, skin care, spa/body, makeup, Pure-fumes™, air care and accessories. |
| Services |
Aveda's prestige signature services are offered exclusively within the shop including hair cutting and
coloring, stress-relieving treatments, spa/body treatments, facials, massages, spa manicure/pedicure
and makeup-consultation. |
EXAMPLES OF AVEDA LIFESTYLE SALONS' FIRST TWO YEARS SALES PERFORMANCE VS. THEIR PROJECTED PERFORMANCE |
Classical Concepts -
Aveda Lifestyle Salon
Saratoga Springs, NY
Opened: June 2005 |
| |
1st 12
Months |
2nd 12
Months |
Retail Actual
|
$294,507 |
$329,352 |
Retail Projected |
251,314 |
262,114 |
|
|
Service Actual |
$767,042 |
$878,456 |
Service Projected |
421,625 |
455,355 |
|
|
Total Rev. Actual
|
$1,061,549 |
$1,207,808 |
Total Rev. Projected |
672,939 |
717,469 |
|
|
Hue -
Aveda Lifestyle Salon
Huntington Beach, CA
Opened: January 2006 |
| |
1st 12
Months |
2nd 12
Months |
Retail Actual
|
$484,650 |
$541,541 |
Retail Projected |
252,101 |
263,935 |
|
|
Service Actual |
$618,304 |
$1,001,784 |
Service Projected |
700,824 |
749,960 |
|
|
Total Rev. Actual |
$1,102,954 |
$1,543,325 |
Total Rev. Projected |
952,925 |
1,013,895 |
|
|
Tangerine Salon -
Aveda Lifestyle Salon
Reno, NV
Opened: March 2006 |
| |
1st 12
Months |
2nd 12
Months |
Retail Actual
|
$438,060 |
$480,414 |
Retail Projected |
191,650 |
205,430 |
|
|
Service Actual |
$721,699 |
$986,750 |
Service Projected |
617,352 |
666,740 |
|
|
Total Rev. Actual
|
$1,159,759 |
$1,467,164 |
Total Rev. Projected |
809,002 |
872,170 |
|
|
Karen Allen -
Aveda Lifestyle Salon
Temecula, CA
Opened: October 2005 |
| |
1st 12
Months |
2nd 12
Months |
Retail Actual |
$317,597 |
$370,944 |
Retail Projected |
215,106 |
227,970 |
|
|
Service Actual |
$523,600 |
$754,880 |
Service Projected |
503,670 |
541,322 |
|
|
Total Rev. Actual
|
$841,197 |
$1,125,824 |
Total Rev. Projected |
718,776 |
769,292 |
|
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RESOURCES AVAILABLE AND PAID FOR BY AVEDA:
Location/Real Estate Resources:
|
• Location and Demographic
Research
|
• Research for the Retail Potential of the Location |
| |
• Term Sheet Negotiation |
• Occupancy Cost Analysis |
| |
• Attorney Referrals |
• P/L Projections & Format |
| |
• Revenue Projections |
|
|
|
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| Design/Construction Resources: |
• Retail Area Design Tools |
• Designer Referrals |
| |
• Salon Design |
• Design/Construction/Build-Out Resource Assistance |
|
|
|
| Service & Education Resources: |
• Aveda's Local Service/Product
Education |
• Regional Advanced
Service/Product/Business Education |
| |
• Aveda New Business Person
Resource |
• Local Aveda Salon Support Resource |
| |
• "Lifeline Program" - assigns experienced mentors to first time operators and shares best practices
from other Lifestyle Salons |
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|
| Process |
Candidates for licensing must submit a pre-screening form to Aveda: |
| |
Aveda Lifestyle Salon Development Division
326 Central Avenue Southeast - "The Apartment"
Minneapolis, MN 55414
1.866.wohnung
1.866.964.6864
deals@aveda.com |
Lifestyle Salon Benefits:
1. Aveda Logo & Lifeline Program
- The Aveda logo may be used on exterior signage together with the salon’s name (this is an exclusive bene?t for Lifestyle Salons)
- The Lifestyle Salon’s business collateral such as business cards, letterhead, service menus and website may also incorporate the
Aveda logo within its copy
- Only Lifestyle Salons are eligible to participate in the Lifeline Program which: a. assigns to new operators an existing Lifeline
Lifestyle Salon owner as a “mentor;” b. provides all Lifeline Lifestyle Salons with ?nancial results from other Lifeline Lifestyle
Salons to assist in best practices; and c. potentially quali? es a Lifeline Lifestyle Salon for further ?nancial incentives pursuant to
the unique Aveda Esthetique Lifeline Lifestyle Salon Incentive Program.
2. Consumer referrals are favored toward Lifestyle
Salons via
- aveda.com
- Aveda Experience Centers
- 1-800-328-0849 Aveda Customer Service
- e-Salon
(Aveda refers over 2.9 million consumers annually to Aveda-exclusive salons)
3. e-Salon - Lifestyle Salons earn cash commission for
sales made through Aveda's website when the
Lifestyle Salon's website is
linked to Aveda's website
- 25% commission on sales made if the consumer accesses Aveda's website via the Lifestyle Salon's website link
- 15% commission on sales made directly via aveda.com if the consumer references the Lifestyle Salon by name
4. "Professional Connections" at aveda.com
- The Aveda Network's online resource for education, product information, business building tools, Marketing Library and more.
- The Marketing Library contains "downloadable" ready-to-print Aveda marketing materials for use by the Lifestyle Salon
5. Business Building Tools available through aveda.com
- Advertise the Lifestyle Salon's employment opportunities through Aveda's website aveda.com
- The Lifestyle Salon's website can also be linked to the aveda.com consumer referral program.
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6. Jumbo Poster Subscriptions
- Lifestyle Salons receive 2 subscriptions (16 jumbo posters per year - $420 value)
7. Beautifully-framed Aveda Mission print from Aveda
- Lifestyle location - large size ($400 value)
8. Aveda Education
- Local and Regional Workshops
- Aveda Advanced Academies
- Shows and Events such as Congress, Science & Soul, Master Jam
- In-salon Workshops
- Aveda Business College
9. Aveda Marketing Opportunities
- "Foundations for Success" Retail Merchandising Strategies
- "Pure Privilege" guest loyalty program
- Complimentary merchandising collateral with select product buy in
- Access to Library of customizable marketing materials
10. Professional Product Advantage
- Preferred pricing on back-bar products
- Free back-bar with select new product launch buy-ins
11. Program discounts that help increase retail sales and guest retention
- Up to 100% co-op reimbursement for related start-up Pure Privilege equipment
- 25% off retail tester display product orders
12. Lifestyle Benefits Fund* to help fund education and local co-brand marketing initiatives
- Education Fund - up to $4000*
- Marketing Fund - up to $4000*
* Fund allocations range from $500-$4000 and are based on actual fiscal year purchases of all Aveda products including those for professional use by each location.
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